KBTU Lecture #1 final

8/7/2019 KBTU Lecture #1 final

1/52

Marketing Course Outline


2/52

LOVEMARKS. The future beyond

brands Sayora Ayupova, AMDP&G

The new concept of branding and brands. This course is about

new level for brands development evolution level of

LOVEMARKS. These brands are developed on the basis of

LOVE to design, consumer service, consumers and life in

general.

25/01/1

0

2-hour

International Marketing NilufarSharipova, AMD P&G

International marketing refers to marketing carried out by

companies overseas or across national borderlines. This

strategy uses an extension of the techniques used in the home

country of a company. I bring the examples of how companies

use international marketing approach by introducing / advertising

the brands. At the same time standardization is not always

possible and company alters product / price / place / promotion

1/02/10

2-hour

Learn for Legendary Brands Sayora Ayupova, AMD P&G

The market offers scores of successful brands, but relatively fewlegendary brands. This course is about key characteristics of

Legendary brands.

8/02/102-hour

Marketing warfare SayoraAyupova, AMD P&G

The true nature of marketing today is not serving the consumer;

it is outwitting, outflanking, and outfighting your competitors. This

course objective is to learn principles of military strategies and

how to apply them to marketing operations

15/02/1

0

2-hour

Shopper Marketing NilufarSharipova, AMD P&G

Consumer and Shoppers: they are often the same person, BUT

With different frames on minds in different environments;

Sometimes they are not even the same person. This course is

about importance of understanding and winning with shoppers

22/02/1

0

2-hour

Framework in Procter & Gamble

Damir Salikhov, Brand Manager

23 Billion Global Brands of P&G. This course is about how P&G

approaches Brand building framework to grow great brands

globally.

1/03/10

2-hour

Mid-term Team Project

Andrey KonnikovMarketing Business Game based on a business case-study

8/03/10

2-hour


3/52

BRANDS &

LOVEMARKS

2009


4/52

AGENDA

Historical evolution of BRAND

Brand what is it?

What Lovemark mean


5/52


6/52

Aunique birthday celebration

Date: August 2003

Place: Milwaukee, Wisconsin USA

Event: Celebration of 100

th Birthdayof iconic product

Participants: 100,000 leather-cladpeople from 47

different countries Events: Three day party with Concerts,

Festivals, and a grand parade

25/11


7/52


8/52


9/52


10/52


11/52


12/52


13/52


14/52


15/52

Birthday of an Iconic

Brand


16/52

The ensemble


17/52

TheBrand

Harley

Davidson

The show of strength hasdemonstrated

Harley Davidson a unique brand

It connected with its consumers

It has created a fierce consumer loyalty

It reinforced the loyalty of the

community


18/52

Historical evolution ofBRAND


19/52

Brief

History of

Branding

A brief history of branding

Why was it important, and

What is the value of brand


20/52

From till 19th

century This was era of TRADEMARKS

TRADEMARK - A mark of ownership made byburning, e.g. on cattle.

The first trademarks are dated by 3.000 BC

and found on potteries of Mesopotamia.


21/52


22/52

Brand vs. Trademark

Trademark

A mark of ownershipmade by burning, e.g. on

cattle. A name, symbol, logo, or

other item used todistinguish a product ormanufacturer from itscompetitors.

Brand

A product's attributes name, appearance,

reputation, and so on taken collectively andabstractly.

"A brand is a collection ofperceptions in the mind ofthe consumer"


23/52

Simply puta

Brand is

the sum total of all that is known,thought, felt and perceived about

your (manufacturers) service orproduct by consumers


24/52

Brand belongs to the consumer

You own the trademark, but theconsumer owns the brand

Because the brand is not just what you(manufacturer) say it is

It is the totality of what the consumerexperiences

It's created in the privacy of their heartsand minds, based on all theirexperiences with the Brand


25/52

What then is a brand? First of all, a brand is not a logo (this

is trademark)

Second brand is not a corporateidentity system

Third a brand is not its packaging

Finally a brand is not a product


26/52

ABrand is a Memory

Everything you remember about aproduct/service/company, through:

Interaction/experience

What other people say about them

Advertising

Perceptions

Every other interaction


27/52

Brand is a set of positive

associations When you think of Volvo, you

think of safety

When you think ofNike, youthink of Michael Jordon or JustDo It

When you think of I-Pod, you

think of Apple

Just do it


28/52

Benefits of positive associations

Positive associations with a brandmakes your product selection easier

and enhances the value andsatisfaction you get from product

Eg. Blind test: Pepsi vs Coke

It is this emotional relationship withbrands that make them so powerful


29/52

Brand Memory

What does these names/logos mean to you?


30/52

It is possible to brand everything A physical good (Nestle milk, Pantene

shampoo or Maruti Swift

A service (Lufthanza Airlines, AIG medical

insurance), A store (MEGA, IKEA stores, Ramstor),

A place (NY),

An event (Olympic Games)

A person (JLO, Tiger Woods, Madonna) An organization (UNICEF or OSCE)


31/52

IN THE TWENTY-FIRST CENTURY,BRANDING ULTIMATELY WILL BE THEONLY UNIQUE DIFFERENTIATORBETWEEN COMPANIES.BRANDEQUITY ISNOW A KEY ASSET.

Fortune magazine


32/52

B

rands as business assets The stock market value of The Coca-

Cola Company in 2002 - $136 billion

The book value (the net asset value)of the business - $10.5 billion

The value of the business (around$125 billion) =


33/52

Coca Cola

s intangible assets Its secret recipe

Its contracts with its global network

of bottlers and Its brand names

The mind space it owns (equity)


34/52

Brand Value

Value ofBrand Coca Cola 2009

$ 68 billion


35/52

A recap

What is a Brand? A brand is a collection of perceptions in

the mind of the consumer

A brand is a memory

Brands are businesss valuableassets

01/12


36/52

Purpose ofBranding

To create a powerful and lastingemotional connection with consumers

and other audiences


37/52

Why branding?

Brands allow the consumer to shopwith confidence

They provide a route map through abewildering variety of choices

Consumer does not have to be anexpert on the complexities of the

offer Brand name, Price are all that is

required to make an informed choice


38/52

However, # of brands are growingand it is becoming more difficult to

make a choice

Average number ofbrands in asupermarket went from

20,000 in 1990 to over35,000 in 2009

6-7 out of 10 brandlaunches fail


39/52

KEY CHALLENDES OF BRANDSNOWADAYS

How to get thru the mass mediaclutter

How to build solid long-termrelationships with consumers

How to win consumer loyalty for ages

How to improve the world andconsumers lives


40/52

Brands have run out of juice. Moreand more people in the world havegrown to expect great performancefrom products, services andexperiences. And most often, we getit. Cars start first time, fries are

always crisp, dishes shine.


41/52

A few years ago, Saatchi &Saatchi

looked closely at the question: Whatmakes some brands inspirational,while others struggle?

"Lovemarks:

the future beyond brands"


42/52

LOVEMARK -

- New evolution stage ofBRAND


43/52

Brand vs. Lovemark

BRAND

Information

Recognizable

Common Tells story

Guarantees quality

Logo

Commercial message

Clear benefits

Values

Professionalism

Advertising Agency

LOVEMARK

Relationship

Loved by people

Unique Win the hearts

Emotions

Recognizable symbol

Striking story

Mysteriousness

Soul

Creativity

Idea company


44/52

What is in common?

Lovemarks also belong toconsumers who love them


45/52

THE CONCEPT OF LOVEMARKS

Lovemarks transcend brands. They deliverbeyond your expectations of greatperformance. Like great brands, they sit on

top of high levels of respect - but there thesimilarities end.

Lovemarks reach your heart as well as yourmind, creating an intimate, emotionalconnection that you just cant live without.Ever.


46/52


Take a brand away and people will find areplacement. Take a Lovemark away andpeople will protest its absence. Lovemarks

are a relationship, not a mere transaction.You dont just buy Lovemarks, you embracethem passionately. Thats why you neverwant to let go.

Put simply, Lovemarks inspire Loyaltybeyond Reason.


47/52


At the core of everyLovemark is Respect.No Respect? Its not a

Lovemark. Its as simpleas that.

Check out theLove/Respect Axis and

see just where yourfavourite brand issitting.


48/52

At the end Lovemark concept is basedon great achievements of realcompanies. If brand is multibillionbrand, it should be based onsomething more than just rationalloyalty of its consumers. Such brands

should win a special place in theirhearts and become their Lovemarks


49/52

Best 100 Global brands 2009

C:\Users\


50/52

APPLE MAC

Smile, you got a Mac for life!

I can't start my day with a delete key! With Apple you have nothing todelete to start your day! Apple owners are not destructive people but

creative. Smile, you got a Mac for life!

Unnikrishna, India - 12 October 2009

Macbook = homeI love Macbooks because they are not like any other laptop out there! Ilove the little Apple icon that lights up when I turn on my laptop, I love

being able to customize the widgets on my dashboard, and I love itssimplicity. To me, Macbook = home.

iheartmakeup3, - 14 September 2009


51/52

Coca-Cola is summer

Coca-Cola is summer. Coca-Cola is pizza. Coca-Cola is Cubalibre. Coca-Cola is everything. I also love Coca-Cola Zero

(light one).

Jaxxwaxx, Italy - 28 August 2009

Always Coca-Cola

I love Coca-Cola. Always Coca-Cola...and only Coca-Cola! Ihate when you ask for a Cola-Cola and they give you

anything else. And also when people say "you're gonna diebecause of that Coca-Cola". I don't mind! I'd rather die then

stop having it!

EmyKisses, Dominican Republic - 03 December 2008


52/52

I just click

I do not type the adressess of the pages on the location bar. I typethem on Google. Then I just click. Sometimes I click the adwords just

to help Google to make more money.

Caglar, Turkey - 07 July 2009

Motivated to find out much more

If it weren't for Google, I think I'd have been with half of the lowestgrades in class. It's amazing how it has made the boring and

stressfull concept of 'Research" into a fun thing to do! I just loveGoogle!! Thanks to this brilliant Search Engine, I am motivated to

find out much more than what I need.

Maithili India 27 April 2009

KBTU Lecture #1 final

Documents

Transcript of KBTU Lecture #1 final